How immersive entertainment can help the industry ‘introduce legendary artists to new generations’

Major labels and music publishers are expanding into immersive entertainment.

In the latest edition of Music Week, we report on the opportunities for avatar-based music productions.

ABBA Voyage’s co-producers spoke about how they have led the way with immersive music experiences as the production heads towards its fourth anniversary. The band’s music partner, Universal Music Group, is an investor in ABBA Voyage.

The market-leading major has also worked on virtual online experiences for artists including Elton John.

Sony Music held an immersive tech day at its London HQ last year to showcase such partnerships with Roblox and Epic Games, including an avatar of Myles Smith performing in Fortnite. Sony artist Sleepy Hallow also performed in Fortnite earlier this year.

The Sony Immersive Music Studios division works to maximise opportunities for artists, while the major also collaborates across the parent company, including with Sony Interactive Entertainment on gaming partnerships.

The major is working on new approaches to reimagine how fans can engage with music. Last year Sony Music Masterworks acquired a majority stake in Los Angeles-based Black Sky Creative, which produces immersive entertainment, experiential retail and live experiences for IP and brands.

Warner Music developments include launching music-themed worlds in immersive platform Roblox, such as Harmony Hills, which has featured virtual concerts by acts including Bebe Rexha.

In the summer, Reservoir invested in London-based Lightroom, which creates IP-led immersive entertainment experiences.

Music-themed Lightroom productions have included a Billie Eilish album launch for Hit Me Hard And Soft in partnership with Spotify and Coldplay’s A Film For The Future, the exclusive 360-degree visual accompaniment to the band’s No.1 album Moon Music.

Avatar performances and immersive events offer incredible potential to introduce legendary artists to new generations

Golnar Khosrowshahi

Lightroom is currently live in five cities, having welcomed over one million visitors worldwide, and will be in 12 cities across the globe by the end of the year.

As part of its investment, Reservoir will provide IP for Lightroom events.

“We are supporting Lightroom in their efforts to grow and scale the business, and exploring opportunities where we see an intersection between their programming and Reservoir’s catalogue and roster of clients,” Golnar Khosrowshahi (pictured), founder and CEO of Reservoir, told Music Week.

At the time of the announcement, Khosrowshahi said it was an opportunity to “enhance the value of our music assets, capitalising on milestone moments, as well as our evergreen music catalogue, to create shows rooted in IP”.

With Reservoir’s roster of classic songs, Khosrowshahi told Music Week that virtual productions could help reach a young audience.

“Avatar performances and immersive events offer incredible potential to introduce legendary artists to new generations,” she said. “These experiences open up entirely new storytelling possibilities in which we can extend their legacy beyond traditional formats and drive renewed interest in streaming, merchandise and cultural relevance.

“The challenge lies in execution, and authenticity and quality are everything,” she added. “A poorly produced experience can dilute the artist’s brand, but when done right, these projects can create powerful new ways for audiences to engage with timeless music.”

The immersive entertainment industry was valued at $95.6 billion in 2023 and is expected to grow 24% over the next 10 years.

The growth of the sector also opens up licensing opportunities for rights-holders, as well as artists and songwriters.

Graham Best, senior manager of new digital markets at PRS For Music, said: “As technology continues to reshape how audiences engage and connect with artists and music, the licensing of immersive online events and concerts presents exciting opportunities for PRS songwriters, composers and music publishers.

“We are in ongoing, positive dialogue with the market to understand their needs and are building innovative new licensing models for avatar concerts and performances that ensure music creators are paid when their works are used.”

Subscribers can read the full story from the latest edition of Music Week here.

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